Sales Enablement Platforms: The Ultimate Guide for 2024

Is your sales team wasting time with repetitive tasks like finding sales collateral, creating notes from sales calls, or building sales coaching content?

These are important sales enablement tasks but are not the best use of your sales reps' time. Such work takes up hours a day - time better used to close deals and build relationships with customers.

That's where sales enablement platforms come in - they streamline these tasks, allowing your sales team to focus on what really matters: selling.

In this post, we'll share the best sales enablement tools to support marketing and sales alignment. You'll also learn how to scale up with AI and create customer success and revenue growth.

What is a sales enablement platform?

A sales enablement platform, also known as a sales content management system, acts as a centralized resource hub for marketing and sales materials.

Its purpose is to empower sales reps throughout the sales cycle. How? By helping them deliver relevant content effortlessly and at the right time.

Let's explore more key capabilities a sales enablement tool might offer:

1. Content creation, management, and discovery: Create, organize, and distribute vital sales materials like slide decks, brochures, white papers, and other materials to support sales conversations. Help sales and marketing teams tag and discover content based on buyer persona, sales funnel stage, or topic.
2. Engagement Tracking: Track and analyze how prospects engage with content so that you can tailor your messaging accordingly. Get insights into which materials are helping close deals and what needs improvement.
3. Sales training and onboarding: Sales leaders can offer personalized coaching at scale by curating specific materials relevant to a sales rep's needs. Sales enablement software tools include features for onboarding, microlearning, and continuous education. The result is supporting sales representatives in mastering products, pitches, and sales skills.
4. Data and Analytics: Get sales analytics in the form of the number of content downloads, engagement, click-through rates in emails, call analytics, and much more.

For comprehensive effectiveness, Sales Enablement Platforms should be used in conjunction with CRM software, email tracking software, sales coaching software, and other relevant tools.

Why sales enablement platforms are critical in 2024

There are many urgent reasons why sales enablement should be a priority for your business. There are changes in technology, shifts in how we work, and more competition than ever.

Let's explore some of the biggest reasons why you should prioritize your sales enablement program a priority now:

• Remote work. Your sales reps will likely be distributed and working remotely. This makes using the right sales enablement tool and strategy critical to maintaining seamless communication. A sales enablement platform helps reps across regions, roles, and channels access the same content, training, and coaching, whether they're working remotely or not.
• Training challenges. With frequent product releases and shifting market conditions, ongoing training and coaching are essential for sales teams to stay sharp. Enablement platforms make this achievable.
• Content decay. In the context of sales enablement, content decay could occur when sales assets and training programs become outdated, irrelevant, or less effective over time. A sales enablement platform is necessary to make changes in one place that everyone can access.
• Old and outdated practices: There’s no longer room for mistakes and unproductive work that the old ways of doing sales enablement entailed. Scalability with personalization is expected as a baseline level of service.

Then there's AI (artificial intelligence) - a thriving feature in the sales landscape.

Today, you can boost sales productivity using platforms like Copy.ai to support automated content creation, personalized coaching using granular rep performance data, and more. You can use AI for sales to create emails or prospecting outreach.

Your ability to boost sales and enable your sales team to close more deals rests on using the right tools. Let's explore this next.

Evaluating the top sales enablement platforms in 2024

Here are the best sales enablement tools to support your team - allowing sales reps to focus on customer interactions while easily securing the playbooks, demo material, case studies and other content they need. Let's dive in.

1. Copy.ai

Copy.ai is the first-ever go-to-market teams (GTM) Platform to use AI to scale content creation, predictive recommendations, and data-driven coaching.

Some of its key features include GTM workflows, follow-up email generation, and more.

Your most powerful tool, however, is Workflows - Copy.ai's unique offering to implement your sales enablement strategy.

Here's how you can use workflows to reduce hours of repetitive sales enablement work to minutes.

1. Meeting Summaries & Insights: Copy.ai workflows can parse call transcripts to generate insightful meeting summaries. Next, you can use these to organize and guide sales follow-ups, identify required sales enablement documents, map out the next steps, and identify key decision-makers and influencers from the conversation. This improves overall sales coordination and boosts lead conversion.
2. Lead Enrichment & Scoring: Workflows help maintain a clean CRM (customer relationship management tool). They can automatically update your CRM, such as Salesforce, with enriched data gleaned from call transcripts or public records. Workflows can also score leads based on your CRM and source materials. This automates lead prioritization and suggests productive follow-ups.
3. Facilitating Documentation: Copy.ai handles all post-call data entry, including transcribing call summaries, logging call details, and updating account records. Eliminate the tedium of manual data entry for your sales rep so they can focus on selling.
4. Extraction of Key Insights: Workflows can pull out the exact insights your team is looking for and deliver them to the right people. Send objections and pain points directly to people in Slack, provide sales enablement docs immediately after a call, and accurately assess the primary objections or the key decision makers to engage with. This enhances the efficiency of communication within your team.
5. Transformative AI capabilities: Remember that once you integrate your Copy.ai dashboard with a sales engagement platform and other tools, you'll carry out these tasks in literal minutes. Copy.ai offers capabilities to automate any process. This empowers your organization to transform its sales process and respond quickly and accurately to market demands.

In short, Copy.ai can support your sales enablement teams and agents by automating and enhancing different sales processes.

You'll leverage sales reps' insights better, create content at scale, and boost your sales performance faster than ever before.

Want to see all the sales use cases? Visit AI Sales OS for a more in-depth look at how we use AI with our sales process.

2. Highspot

Highspot empowers sales teams with the right tools and insights to streamline their sales workflows, enhance engagement, and effectively close more deals. Here's a snapshot of it's main features:

• Sales content management: Quickly organize, update, and discover the most impactful sales enablement materials for every sales scenario.
• Sales playbooks: Craft digital sales playbooks that bundle go-to-market guidance, training, and content into a single, accessible resource.
• Buyer engagement: Create and share interactive, digital sales rooms and personalized content, with the ability to track and optimize based on buyer engagement data.
• Sales training: Create comprehensive training and onboarding programs blending eLearning with instructor-led sessions. Use Meeting Intelligence, scorecards, and performance metrics to replicate the success of top sellers.

Highspot offers a great suite of features that help your sales enablement team manage your content needs so you can meet revenue targets.

3. Showpad

This tool marries content and training to empower sellers and engage buyers effectively. Showpad allows marketing and sales teams to amplify their sales enablement strategies with the following features:

• Sales Content Management: Organize and disseminate sales content from one central, secure location. This allows for seamless collaboration and timely content updates between teams, so you're closing deals effectively.
• Buyer Engagement: Elevate your sales solutions by offering personalized and interactive experiences. Showpad lets you create microsites, personal recordings, and personalized materials for enhanced buyer engagement.
• Seller Effectiveness: Equip your sellers with the tools and insights they need to become trusted advisors. This means targeted training and coaching with guided selling support. Support your sales force in connecting with buyers at every step of the sales operations.
• Analytics and Insights: Make informed decisions with comprehensive analytics. Learn how your sales reps spend time, how effective they are, or which of your marketing assets get the most engagement. Learn how your training impacts sales performance.

With these features, Showpad helps unify your sales and marketing teams' efforts - something that many businesses struggle with.

4. Seismic

Like the other tools mentioned so far, Seismic has features for sales content management systems, buyer engagement, learning & coaching, and much more.

However, what makes Seismic different is the Seismic Enablement Cloud™, which unifies typically multiple platforms in one place. It brings together the following:

• Sales Content Management: Create and manage content to drive a sales conversation with easy-to-find and share assets.  ​
• Learning & Coaching: Lessonly by Seismic is a simple learning and coaching solution that allows sales managers to build skills in news sales reps and provide targeted and personalized coaching to team members. Carry out sales onboarding for new sales reps with ease.
• Strategy & Planning: There's an upcoming Enablement Planner as the first-ever hub for enablement teams to create content strategies and plans in one workflow.
• Content Automation: Integrate with data management tools to create targeted content. Re-use and assemble material, use templates and scale up generating sales and marketing material.​
• Buyer Engagement: Seismic’s buyer engagement capabilities allow teams to create memorable experiences and interact effectively across all touchpoints and channels to deepen relationships and move deals forward. ​
• Enablement Intelligence: Sales enablement leaders and sales managers can leverage enablement intelligence to improve performance by analyzing behaviors and content.

You can implement your sales strategy with this all-in-one sales tool - integrate it with your CRM data and other tools and seamlessly provide your customers with the information they need at any point in the sales pipeline.

5. Mindtickle

Mindtickle is a revenue enablement and sales training software that shines at helping sales reps train and boost their knowledge.

It supports revenue enablement and revenue operations with modules for each. For our purposes, we'll this sales organization's unique offerings in the sales enablement space:

• Gamified learning: Create bite-sized exercises with rewards to make learning fun and engaging for sales reps. You can set up live challenges, quizzes, and leaderboards to leverage healthy competition.
• Templates: Mindtickle offers pre-built templates and programs so you can automatically generate useful training programs.
• Revenue orientation: Build and reward skills that have a clear link to revenue with Mindtickle's programs.
• Sales content management: Give your sales, revenue, and marketing teams a single hub for important marketing collateral. Make it easy to surface the right content for the right situations.

There are many other features that will help you cater to your customers. This platform is good if you want to link your sales efforts to revenue growth.

The sales tools mentioned here are powerful and will support your sales reps as they go through the prospecting, lead generation, and deal-closing process.

Remember, if you're looking for a tool to leverage AI and boost content creation, training, and other activities, you should work with Copy.ai. You can include it in your current work stack and integrate it with your workflows. No need to invest in a whole platform when you can achieve your sales goals with this one tool.

Best practices for implementing a sales enablement platform

Once you find the right tool, your next step is to invest in it and implement it so it seamlessly works with all your other tools and workflows.

Here are the best practices for implementing tools for sales enablement to boost your sales team's efficiency :

• Executive Buy-In: You can secure leadership support by answering the question, 'why is sales enablement important?' and showcasing what Copy.ai can do to enable sales operations. Executives can encourage platform adoption by using the tool themselves.
• Tailored Content Strategy: Craft enablement materials tailored to fill the knowledge gaps of your sales reps using tools such as sales velocity workflows or RevOps templates.
• Ongoing Training and Coaching: Commit to continuous learning and improvement by enhancing this process with AI-based coaching and sales insights. Repurpose sales coaching best practices for sales reps when they need it. 
• Enablement for Customer-Facing Roles: Broaden the scope of enablement to include roles such as support and service, ensuring consistency in customer communication. Copy.ai can help all your business teams by creating automated updates to the CRM, creating lead scores, client content recommendations and more. 
• Adoption Tracking: Keep a close eye on how well the platform is being used and create examples and sales enablement training materials to keep your team engaged. Sales reps tend to perform better with clear examples and mentoring. Let Copy.ai show you areas where you can create rapid and impactful changes. 

By following these best practices, you can ensure a smooth and successful implementation of your sales enablement platform, fostering a culture of continuous learning and development among your sales team.

The future of AI-driven sales enablement. will you be part of it?

We hope you're excited about what's next in sales as AI becomes a core feature in sales enablement platform tools.

It's not just about the features all these tools provide; it's about the changing landscape of sales technology. Here's what we can look forward to:

1. Hyper-personalization at scale: AI will enable ultra-customized 1:1 enablement at scale. Your reps will get hyper-personalized coaching that is unique to their needs, too.

2. Predictive recommendations: Sales enablement software will prescribe coaching, content, and training based on a rep's needs. Not only that, but AI will proactively fill knowledge gaps.

3. Complete content automation: AI will fully automate content creation for enablement programs. Reps will get on-demand access to customized collateral.

4. Immersive learning environments: We will soon see sales training that leverages VR and AR for interactive education to boost retention and mastery.

5. The Democratization of Best Practices: All reps will have access to world-class enablement and guidance. AI makes excellence scalable across teams.

Everything shared here is a roadmap for those ready to lead and excel in their respective industries.

Don't just witness the transformation, but lead it by leveraging the power of Copy.ai as your sales productivity software!

Sign up for our webinars and learn how to skyrocket your sales close rate with the right collateral at the right time.

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